If you Instagram your bare feet, Toms will give a needy child shoes

Today is not only Cinco de Mayo, it’s also the anniversary of the footwear company Toms. Instead of inundating your feeds with drunken selfies, the company is encouraging people on Instagram to post photos of their bare feet in exchange for a shoe donation to a child in need.

Toms wants its fans to participate in One Day Without Shoes, a 16 day-long initiative that hopes to raise awareness of children’s health and education. From May 5 to May 21, Instagram users can participate by snapping a photo of their feet sans footwear and tagging it with the hashtag #withoutshoes. For every Instagram photo of bare feet tagged, Toms will give their signature slip-on shoes to a child who needs them.

It’s only the first day of the humanitarian effort, and already the hashtag has more than 14,000 posts.

A photo posted by Tina Leung 梁伊妮 (@tinaleung) on May 5, 2015 at 10:51am PDT

Toms has imposed a limit of one million pairs of shoes to give away and only one photo entry per user. So if you feel like being a good Samaritan for the price of an aptly-filtered photo of your toes, do it now. The total number of shoes given away will be announced on May 21.

Jam Kotenko is a technology reporter and graphic designer who specializes in coverage of Instagram, Facebook, and other social media apps. Her work has been published by Digital Trends, Bustle, and Gotta Be Mobile.